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AN EMPIRICAL ANALYSIS OF CONSUMER PURCHASING BEHAVIOR IN FORMER ...

Source: miha.ef.uni-lj.si
Topic: Consumer Behavior

Sort Desciption: authorities in the field of cross-cultural consumer behaviour suggest that ... how does ethnocentrism impact on actual consumer purchasing behaviour? ...

Content Inside: 191 IRENA VIDA TANJA DMITROVI AN EMPIRICAL ANALYSIS OF CONSUMER PURCHASING BEHAVIOR . ECONOMIC AND BUSINESS REVIEW VOL. 3 No. 34 2001 191207 AN EMPIRICAL ANALYSIS OF CONSUMER PURCHASING BEHAVIOR IN FORMER YUGOSLAV MARKETS 1 IRENA VIDA TANJA DMITROVI * Abstract: The study presents the results of a survey among 1954 consumers in four regions of former Yugoslavia i.e. Croatia Bosnia Serbia and Montenegro. The aim of the research is fourfold: a) to compare consumer evaluations of various attributes of products of Slovenian vs. domestic origin; b) to analyse consumer familiarity with Slovenian brands; c) to explore the phenomenon of economic ethnocentrism and its effects on domestic purchasing behaviour; and d) to examine cross- border shopping behaviour. The findings reveal an overall positive image of Slovenian products relative to those of domestic origin yet brand familiarity is diminishing in the four regions particularly among the younger population. While overall ethnocentric tendencies were at the low end of the scale (but varied significantly by region) these were highly correlated with demographics and domestic purchasing behaviour. Cross-border shopping behaviour was most apparent in Croatia and in Serbia particularly in the food and clothing/footwear categories. Reasons most commonly given for shopping trips across domestic borders related to lower prices abroad and the unsuitable quality and product assortment in the domestic market. Managerial implications with respect to entry and marketing strategies are offered based on the findings of this study. Keywords: Economic ethnocentrism; Domestic purchasing behaviour; Slovenian brands; Cross- border shopping; Croatia; Serbia; Montenegro; Bosnia and Herzegovina UDC: 339.1 JEL classification: D11 1. INTRODUCTION Economic and social changes in the regions of former Yugoslavia have opened up new business opportunities for multinational marketers of consumer goods and services. 1 The research ...

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